성별, 시간적 거리, 스마트폰 앱 유형이 스마트폰 앱 사용 선호도에 미치는 영향

Abstract

This study, based on construal level theory, sought to examine what differences are caused by gender, temporal distance and type of smartphone apps in relation with preference for smartphone use. People construe the same information differently depending on whether the information belongs to the near future or distant future. So assuming that temporal distance and type of smartphone apps may affect preference for smartphone app use, the study sought to examine correlations between gender, temporal distance, type of smartphone apps as to preference for smartphone app use. As a methodology, the study applied experimental design between 2×2×2 groups composed of each gender (male/female), temporal distance (near future/distant future), type of smartphone apps (hedonic/utilitarian products) among 256 people in total and examined the effect's of gender, temporal distance, type of smartphone apps on preference for smartphone app use. As a result, in regard to people's behaviors to use smartphone apps, the study found that there was a significant interaction between temporal distance and types of smartphone apps. That is, should smartphone apps be used in the near future, there was more preference for hedonic app use, whereas in case of being in the distant future, there was more preference for utilitarian app use. Secondly, the study found that in case of distant future, there was difference in preference for smartphone app use by gender. In case of near future, all genders showed favorable attitude to hedonic products. While, in case of distant future, males with higher abstract thinking level, had no difference in preference for use of hedonic or utilitarian products. Females, with the lower abstract thinking level, showed different preference for the products. This study conducted research based on temporal distance of construal level theory, which was not considered in the existing smartphone app-related research. As a result of measuring preference for smartphone app use, the study found that there was different preference for use depending on gender, temporal distance and type of smartphone apps.